By the time they're reading the docs, it's already too late

Feb 28, 20230 likes116 views

Your relationship with a developer begins before they even know your product's name. In fact, before they know they need a product like yours. In this talk, Matthew will make the case that developer marketing, developer experience, and developer education are part of a continuum. And that if you're thinking of documentation as something that happens only after someone has signed-up for your API, then you're leaving it too late. He'll draw on pedagogical and marketing research to propose a model for the developer learning journey where traditional API documentation is just one stop along the way. Attend this talk and you'll come away with practical ideas for how to start educating developers earlier in their product evaluation and learning journey.

hoopy.io
hoopy.io
By the time they're reading the
docs, it's already too late
Matthew Revell, Hoopy
matthew@hoopy.io

hoopy.io
Matthew Revell
Founder and Principal Consultant
SHROPSHIRE, UK
matthew@hoopy.io
hoopy.io

hoopy.io
Developer Content production
hoopy.io
Industry analysis Strategic consulting
EVENTS

hoopy.io
Bigger journey
Documentation is just one stop on a
hoopy.io

Developer Relations book, Caroline Lewko and James Parton

Developer Relations book, Caroline Lewko and James Parton
AWARENESS
MARKETING
CONSIDERATION DECISION

AWARENESS
MARKETING
CONSIDERATION DECISION
BUYING
PROBLEM
IDENTIFICATION
SOLUTION
EXPLORATION
REQUIREMENTS
BUILDING
SUPPLIER
SELECTION

WHAT DOES THIS HAVE TO DO
WITH MEASURING DOCUMENTATION?

Whatever model we look at,
Developers have already:
? Thought about the problem
? Tried solutions
? Formed opinions

1. Google to assess landscape
2. Talk to peers
3. Check if the tech has an active community
4. Evaluate the docs
How do developers evaluate tech?

Marketing, education, docs, community are
different aspects of the same thing

M
A
R
K
E
T
I
N
G
S
A
L
E
S
D
E
V
R
E
L
D
E
V
E
D
U
C
A
T
I
O
N

1. Market making and education
2. Establish the language that you��ll later use
3. Set the context
Developer marketing + Docs

1. Direct link to real developers
2. Generate use cases and code
3. Content, content, content
Developer Advocacy + Docs

1. Real feedback on how customers use the
docs and product
Developer SUCCESS + Docs

1. Observation
2. Contribution
3. Tough love
Developer Community + Docs

hoopy.io
Summary
Final thoughts and
hoopy.io

Docs don��t begin and end
on your dev portal

Coordinate across teams
to deliver a coherent
developer experience

Thank you
hello@hoopy.io
hoopy.io
Thank you
hello@hoopy.io
hoopy.io

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By the time they're reading the docs, it's already too late

1. hoopy.io hoopy.io By the time they're reading the docs, it's already too late Matthew Revell, Hoopy matthew@hoopy.io

2. hoopy.io Matthew Revell Founder and Principal Consultant SHROPSHIRE, UK matthew@hoopy.io hoopy.io

3. hoopy.io SHROPSHIRE, UK hoopy.io

4. hoopy.io Hoopy About hoopy.io

5. hoopy.io Developer Content production hoopy.io Industry analysis Strategic consulting EVENTS

6. developerrelations.com

7. london-2023.devrelcon.dev June 13-14

8. hoopy.io Bigger journey Documentation is just one stop on a hoopy.io

9. Measuring This is important

10. But it is a Tree > Forest situation

11. Developer Relations book, Caroline Lewko and James Parton

12. Developer Relations book, Caroline Lewko and James Parton

13. Developer Relations book, Caroline Lewko and James Parton

14. Developer Relations book, Caroline Lewko and James Parton AWARENESS MARKETING CONSIDERATION DECISION

15. AWARENESS MARKETING CONSIDERATION DECISION BUYING PROBLEM IDENTIFICATION SOLUTION EXPLORATION REQUIREMENTS BUILDING SUPPLIER SELECTION

16. AWARENESS MARKETING CONSIDERATION DECISION BUYING PROBLEM IDENTIFICATION SOLUTION EXPLORATION REQUIREMENTS BUILDING SUPPLIER SELECTION DEVREL AWARENESS ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE PRODUCT

17. AWARENESS MARKETING CONSIDERATION DECISION BUYING PROBLEM IDENTIFICATION SOLUTION EXPLORATION REQUIREMENTS BUILDING SUPPLIER SELECTION DEVREL AWARENESS ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE PRODUCT LEARNING UNCONSCIOUS INCOMPETENCE CONSCIOUS INCOMPETENCE CONSCIOUS COMPETENCE UNCONSCIOUS COMPETENCE

18. WHAT DOES THIS HAVE TO DO WITH MEASURING DOCUMENTATION?

19. No one comes to your docs cold

20. Whatever model we look at, Developers have already: ? Thought about the problem ? Tried solutions ? Formed opinions

21. 1. Google to assess landscape 2. Talk to peers 3. Check if the tech has an active community 4. Evaluate the docs How do developers evaluate tech?

22. UNAWARE AWARE OPINION

23. Marketing, education, docs, community are different aspects of the same thing

24. hoopy.io DEVREL CONTINUUM THE hoopy.io

25. DEVELOPER MARKETING DEVELOPER ADVOCACY DEVELOPER DOCS PRE-SIGNUP DEVELOPER SUCCESS DEVELOPER COMMUNITY POST-SIGNUP

26. DEVELOPER MARKETING DEVELOPER ADVOCACY DEVELOPER DOCS PRE-SIGNUP DEVELOPER SUCCESS DEVELOPER COMMUNITY POST-SIGNUP CONFERENCE TALKS ONE ON ONE SAMPLE CODE COLLABORATIONS BLOG POSTS PODCASTS & STREAMS EBOOKS TUTORIALS GUIDES QUICK-STARTS LEARNING PATHS PRO-ACTIVE SUPPORT PROOFS OF CONCEPT FORUMS ACHIEVEMENTS EVENTS FRIENDSHIP

27. M A R K E T I N G S A L E S D E V R E L D E V E D U C A T I O N

28. 1. Market making and education 2. Establish the language that you��ll later use 3. Set the context Developer marketing + Docs

29. 1. Direct link to real developers 2. Generate use cases and code 3. Content, content, content Developer Advocacy + Docs

30. 1. Real feedback on how customers use the docs and product Developer SUCCESS + Docs

31. 1. Observation 2. Contribution 3. Tough love Developer Community + Docs

32. hoopy.io Summary Final thoughts and hoopy.io

33. Docs don��t stand in isolation

34. Docs don��t begin and end on your dev portal

35. Coordinate across teams to deliver a coherent developer experience

36. BEGIN SOONER

37. Thank you hello@hoopy.io hoopy.io Thank you hello@hoopy.io hoopy.io

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